Content Strategy

At the end of the day, it's really ALL about the content. What are we saying, why, and how? This part isn't always easy, but it's essential, and I know how to do it.

Create Once, Publish Everywhere

I implemented a “create once, publish everywhere” strategy using a dynamic module within the CMS to showcase content from the e-newsletter on the website, social media, app, and digital signage without requiring additional work from staff members.

Result: The institution now has a more robust digital presence with greater engagement on social media channels and the website.

Drip Email Marketing Campaign

I created a series of emails and set up an automated workflow to nurture leads and drive attendance at events. The emails provide a mix of useful content to the subscriber, along with content that showcases the organization and encourages continued interest and engagement. In 2020, I added a PPC campaign into the marketing plan to increase inquiries and grow the email list.

Result: Subscribers have increased, and the average click-through rate is greater than 20%.

Showcasing Programs

I led a team to create more than 100 webpages that each showcased a specific college major or minor. Each page includes general program information, degree requirements, testimonials, career outcomes, classroom photos, and related programs. The strategy highlighted programs of study because research shows that major/minor availability is a crucial decision factor that drives applications.

Result: The program finder page is now one of the most viewed pages on the entire website.

Strategic Communications Plan

I worked on a strategic communications plan to manage the successful rollout of a new class schedule that changed how students attend school. The plan targeted parents, students, and prospective families with the goal of creating enthusiasm and interest.
View plan here.

Result: The school community's overall sentiment about the new initiative was positive, and interest from new applicants has increased.